服务产品策略知识训练讲义(英文版)(ppt 25页)

服务产品策略知识训练讲义内容摘要：
Chapter Learning Objectives：
1、To understand the nature and importance of services
2、To identify the characteristics of services that differentiate them from goods
3、To describe how the characteristics of services influence the development of marketing mixes for services
4、To understand the importance of service quality and explain how to deliver exceptional service quality
5、To explore the nature of nonprofit marketing
Chapter Outline：
1、The Nature and Importance of Services
2、Characteristics of Services
3、Developing and Managing Marketing Mixes for Services
4、Service Quality
5、Nonprofit Marketing
The Nature and Importance of Services：
1、Service
      An intangible product involving a deed, performance, or effort that cannot be physically possessed
      Application of human and/or mechanical efforts directed at people or objects
2、Service Facts (U.S.)
      Service industries account for over 50% of GDP.
      Service industries employ 80% of nonfarm workers.
      More than half of new businesses are service firms.
      Services have increased in tandem with the long-term growth of the U.S. economy.

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